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Cadbury's Joy Jackets respond to chocolate consumption


January 19, 2014

Joy Jackets were built as part of Cadbury's "Joyville" campaign (Photo: Akio-Style)

Joy Jackets were built as part of Cadbury's "Joyville" campaign (Photo: Akio-Style)

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One of the less practical examples of wearable technology we've seen of late is the "Joy Jacket" – a garment designed to convey a visual statement of happiness when the wearer consumes a certain chocolatier's product.

As part of Cadbury's "Joyville” campaign, UK based creative technology firm, Hirsch & Mann, was approached by PR company Golin Harris to develop a set of interactive jackets that respond and change as a user eats one of two Cadbury chocolate bars.

Powered by embedded Raspberry Pi and Arduino controllers, the two jackets also pack Bespoke DMX LED system and tape, a bespoke Arduino shield, CMU Cam and Raspberry Pi Camera, CO2 Inflators, CNC embroidering and a 4.0 amp hour 18 V battery pack.

When the wearer's hands are raised to their mouth, flex sensors in the arms trigger the inbuilt cameras that detect whether they are holding a Cadbury + Daim bar or a Cadbury + Oreo dairy bar. Once one of these chocolate bars has been detected, LED lights sewn around the heart area and in the cuffs start to flash.

To draw further attention to the individual's chocolate-induced joyous state, servos in the hem of the jacket lift the bottom of the jacket to reveal a purple lining fitted with pulsing heart shaped LEDs. Following the coat-lift, hidden micro-controllers activate motorized hinges in the shoulder tabs that open up accordion style and start flapping about.

And if pulsing cuffs and rising hems weren't enough, an sunburst in Cadbury's signature purple, inflates from underneath the collar to frame the wearer's head. During this entire show, speakers hidden in the jacket play music synced to the transformation. Upon reaching a crescendo point, a hidden confetti gun in the now flared out, inflatable hood is triggered, shooting confetti everywhere.

Between the confetti cannon, the purple flashing LEDs, the music and the waving shoulder tabs, the Joy Jackets should have no trouble garnering attention for the UK bloggers that have been enlisted to wear them.

The creation process of the jackets can be seen in the following video.

Source: Hirsch & Mann

About the Author
Angus MacKenzie Born on the cold, barren Canadian plains of Calgary, Alberta, Angus MacKenzie couldn’t decide between marketing, automotives or an entrepreneurial path - so he chose all three. With an education in automotives and marketing, Angus has rebuilt the carburetor on his 1963 Rambler Ambassador twice, gotten a speeding ticket in an F430 once, and driven & photographed everything from Lamborghinis to Maseratis to various German and Asian designs. When not writing, Angus has for the past six years been Editor-in-Chief for elemente, an internationally recognized architecture/design magazine. All articles by Angus MacKenzie

Maybe I woke up on the wrong side of the bed - but just before I hit 'post' I re-read my comment on this purple jacket and it wasn't a happy one.

Sorry to deprive everyone of a bitter, sarcastic commentary on humanity but I am now a stronger advocate of review before you post. Happy days everybody.


Except that Cadbury, like all the mainstream confectioners, don't make chocolate, they make blocks of brown sugary fat. Anyone who thinks Cadbury chocolate is real chocolate has not a clue about what chocolate actually is...

Mr T

Doesn't look like they're wash and wear, or dry clean only, or cleanable at all.

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